Müller Dairy, a brand leader in the Chilled Yogurt and Pot Desserts category, is bringing the Müller brand name to the £99 million chilled flavoured milk drinks category with the summer launch of a trio of Müller Milk lines.
Packaged in re-sealable 400ml PET bottles with an RRP of £1.09, the Chocolate, Strawberry and Vanilla Müller Milk drink flavours are being seeded into British supermarkets and convenience stores from August.
The bottles are packaged in shelf-ready trays of 12, and feature the new blue Müller ‘Masterbrand’ livery being introduced across Müller’s core range – Corner, Müllerlight and Müller Rice – at the same time.
As well as extending Müller’s reach into another section of the dairy chiller cabinet the move is also aligned with the dairy company’s strategy of tapping into the snacking market opportunity.
It is the first time Müller has had a presence in the chilled flavoured milk category in the UK, despite Müllermilch being the brand leader in the equivalent ‘milk-mix’ category in Germany where it accounts for just over half of category sales.
Müller Milk’s arrival in the UK follows the recent roll-out in Eastern Europe for the brand which was first launched in Germany in 1983 and now sells 120 million bottles a year.
Müller Milk is aimed at capturing snacking and impulse sales in the impulse, convenience and forecourt trading channels and from mums purchasing for children in multiple grocers.
With Chocolate and Strawberry, Müller Dairy is offering two popular chilled milk drink flavours – Chocolate, Strawberry and Banana account for 75% of chilled flavoured milk sales – while Vanilla aims to broaden the range of flavours currently available.
Lee Rolston, Marketing Director at Müller Dairy, said:
“Müller yogurts are purchased by more consumers than any other yogurt brand5 and the popularity of the brand makes the expansion into chilled flavoured milks a natural and fitting development for the Müller portfolio.
“Müller Milk offers the goodness of dairy with the delicious taste consumers have come to love from Müller.
“Consumers associate Müller with great taste and variety, and it’s a brand which they trust.
“For all of these reasons we believe the arrival of Müller in the chilled flavoured milk fixture will bring incremental growth by attracting new consumers to this developing category.
“In consumer research Müller Milk certainly got the thumbs up from the two key groups who purchase flavoured milk: young men who purchase on impulse for snacking and consumption on the hoof; and mums purchasing for children as an alternative to other soft drinks.”